Over here at exaqueo, we love brand. Consumer brands are cool, sure. But for me personally? Employer brand has more meaning. Sure, there are products and services that are invaluable and that change your life. But (almost) everyone works, and you spend most of your time at work. Deciding where to work is a major life decision. The salary you land on, the experience you get, the connections you make...this mostly sets the trajectory for your professional life. So that brand experience is crucial. This week our Talent and HR News Weekly Roundup features the latest thinking on employer brand. Enjoy!
1) How to Use Employer Branding to Become a Talent Magnet from Beamery
"Recruiters at Google probably have a much easier time of it than you! It’s not because they’re necessarily any better at their job, it’s because Google’s employer brand is so strong. The company has become THE place to work for many great engineers. Everyone has heard of Google and the exciting projects that it’s working on, (self driving cars being perhaps the most famous.) Therefore, whenever a sourcer reaches out to a top candidate, they’re already predisposed to listen to whatever it is they have to say. This is the power of branding! You may not have the resources or reputation of Google, but that doesn’t mean that you can’t build an awesome brand."
Some of you may have heard about the Lilly Pulitzer partnership with Target and the mayhem that ensued when it was launched. I shamefully took part in the mayhem. I’m not a die-hard Lilly Pulitzer fan, but fell victim to their marketing. They had countless media plugs, a pop-up shop in NYC, and a glamorous marketing campaign that consisted of 3-D snapshots sprinkled with models and celebrities oozing the Palm Beach life. My intense desire to take part in this lifestyle mimicked an eight year old child walking down the candy aisle of a grocery store. I had to take part. I scoured the collection and researched blogs with the best strategy to ensure I ended up with my most coveted pieces. On the day of the launch, my friend and I waited in line for the store to open with about 50 people in front of us and 80 more behind us.
Last night millions of Americans tuned into the Oscars to find out who the most talented people are in show business. Why do these awards matter to us so much that we even broke Twitter from excessive retweeting? Awards mean credibility. It’s a way for industries to call out excellence and inform the public of the best of the best. The actors, writers, and directors who were nominated and won last night worked hard to get to that point. The exclusive club of Oscar winners practically guarantees a spot in any movie of the actor's choice. The personal brand recognition of an Oscar winner sky rockets, and the public is now more willing to spend $12 to see his/her movie. The same applies to your employer brand. As a startup or growing company, you are competing with bigger, well-known brands for talent. You are always looking for ways to show credibility early on, and one way (certainly not the only way) could be to stand out through employment-related awards.